Schlitz Rises Again A Classic Beer Makes a Triumphant Return to Russia.
Schlitz beer, once a beloved American brand, faced a tragic fate in the late 1980s. A recipe reformulation backfired, leading to a loss of consumer trust and a slow fade from the US market. In 2016, Pabst attempted a revival, but it failed to recapture the hearts of American drinkers.
However, Schlitz wouldn't stay down for the count. Enter Russia, where the brand experienced a remarkable comeback - and it all boils down to a clever strategy. The goal was to introduce Schlitz as a premium import, emphasizing its rich heritage. After all, Joseph Schlitz, the brand's founder, hailed from Germany. Through contractual production with the esteemed Eichbaum Brewery in Mannheim, Germany, an exclusive Schlitz recipe was created, ensuring a truly authentic taste.
The goal was to introduce Schlitz as a premium import, emphasizing its rich heritage. After all, Joseph Schlitz, the brand's founder, immigrated from Germany. Through contractual production with the esteemed Eichbaum Brewery in Mannheim, Germany, an exclusive Schlitz recipe was created, ensuring a truly authentic taste.
But affordability was key. This unique partnership allowed Schlitz to maintain an attractive price point for Russian consumers, making it perfect fit for "everyday low prices” strategy of local retailers.
This is where the story gets interesting. The one who made this German connection and hammered out the production deal with Eichbaum Brewery was me.
Next came the marketing blitz. Together with 2SHARP ad agency we spearheaded the development of a captivating mobile and desktop banner campaign that cleverly played on the word "Schlitz" in the Russian language. These witty puns delivered positive messages like "Let's get together" and "Thanks for visiting" (in Russian: Спасибо что заSCHLITZ) creating a fun and memorable experience for viewers.
The campaign wasn't limited to banners. We collaborated with an ad agency PENA to produce a TV commercial that seamlessly integrated with the online elements. Schlitz's Russian revival proves that with the right strategy, a brand can overcome past stumbles and find a new, thriving market. By focusing on heritage, affordability, and a touch of creative wordplay, Schlitz has found a loyal following in a new nation.
By the end of 2018 Schlitz beer had achieved a position within the top 10 imported beers from the European Union to Russia.
Schlitz Beer 2018 TV Campaign
